American Perception of Space Exploration | CCSA

This is a very useful report by the Center for Cultural Studies & Analysis (CCSA) that places the public view of the value of space exploration within the context of a national vision for the future. One conclusion is that "NASA does not have a branding problem; it has a communications problem, in that people do not understand the connection between the NASA brand and its current activities." Since space commerce is closely associated with NASA's brand, the conclusions reached are important for branding the emerging commercial space market and the potential value to its stakeholders. .